E F F E C T I V E C O M M U N I C AT I O N 107 words, you have fudged the truth. Remember the English proverb: "The eyes are the window to the soul." The Hands. Oh, the hands. From the firm handshake that communi- cates character and strength of personality to gestures that emphasize points you want to make, your hands are emotive. They add conviction and enthusiasm. They emphasize. Use them wisely and use them well, because they are powerful adjectives adding color and meaning to the words you use. When you think about effective communication--all geared toward the kind of reputation that will help you accomplish what you want-- think about how others see you. What does your body language tell them? And is it what you want them to hear . . . or see? Communicate by Example Harold Burson is very clear about the relationship among behavior, com- munication, and reputation. In his essay titled Civil Disobedience (1849), Henry David Thoreau said it right: "It is truly enough said that a corporation has no con- science; but a corporation of conscientious men is a corporation with a conscience." For the corporation, the big question is: "What constitutes appro- priate behavior?" I have long believed the chief executive officer sets the tone for the company. If his or her custom is to arrive at the office at 7:00 in the morning, direct reports will arrive at 6:45. If he or she is profligate in his business entertainment, subordinates will follow the example. If he or she strongly supports a policy of diver- sity in employee hiring and promotions, that policy is likely to pre- vail at all levels of the business. If he or she regularly engages with customers, that action will influence the behavior of those in mar- keting, sales, and service. The "little things" also count. Does the CEO have lunch in the com- pany cafeteria or only in an executive dining room? Does he or she occasionally "walk the floors" at corporate headquarters and visit American Management Association / www.amanet.org